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Twin Minds Media was tasked with taking SocialPubli from a new and unknown brand in the United States and Latin America to a leading and recognizable player in the influencer marketing space across the region.
An industry pioneer in its native country of Spain, the startup launched in Madrid in 2015 with the mission of democratizing the influencer marketing space years before there was any talk about micro or nanoinfluencers. Influencer marketing was in its infancy stage and would later become a global phenomenon with the rise of social media usage worldwide.
Before enlisting Twin Minds Media to launch a B2B public relations program, SocialPubli had very little media coverage with only a handful of mentions in U.S. and Latin American outlets.
Understanding the task at hand of breaking through the noise and driving awareness for the influencer marketing platform at a pan-regional level, the team started by conducting a competitive market analysis. A brand positioning and key messaging framework was also developed to anchor and guide our PR efforts allowing us to deliver an overarching and consistent message across the region with localized angles for each individual market.
The goal was to position and establish SocialPubli as an innovative and reputable player in the influencer marketing industry, and to do so, we employed a mix of different communication channels to reach their target audience at multiple touchpoints.
We developed and executed a holistic four-tiered PR strategy consisting of traditional and digital PR tactics:
SocialPubli has become one of the best-known influencer marketing platforms across the region, with over 200,000 registered influencers from 35 countries worldwide.
PR efforts have secured a constant flow of media features and mentions generating widespread visibility for the brand in the United States and Latin America. It has effectively grown the brand’s reputation and credibility, allowing SocialPubli to stand out and establish itself as a leading voice in what is now a very crowded industry.
Notable achievements like becoming the only Spanish influencer marketing platform to be cited in market studies from the prestigious marketing analyst firm eMarketer or SocialPubli’s CEO becoming the only Spanish marketing executive to be invited into Forbes Agency Council can be attributed to a significant and long-lasting boost in his brand’s perception as an authority, made possible by ongoing pitching and brand presence.
High-quality media coverage has been secured in top national, regional, and international outlets such as Forbes, Inc., Business Insider, BBC, Entrepreneur, Univision, Telemundo, and CNN en Español, among many others. The brand has also been featured multiple times in leading marketing sector publications, including Ad Age, MarketingProfs, and MediaPost in the U.S. and Merca2.0, Portada, LatinSpots, and Produ in Latin America.